The Migration of the Immersion Wellness Resorts: Can Experiential Properties Sustain Global Models?

(Miami, Florida) February 25, 2019 – Horwath HTL Miami Managing Director Andrew Cohan, MAI, a leading consultant in hospitality advisory as it pertains to health, wellness and spa offerings as well as environmental and ecologically sustainable resorts globally, has observed "migration" efforts to bring the Asian immersion wellness and destination resorts to the Americas.

"As experiential travel continues its evolution into "transformational travel," more and more vacationers are motivated to travel by a desire to enrich and even alter their personal perspectives," shares Cohan. "These "inward" journeys are often enhanced by taking place in dramatic settings where westerners find the local cultures to be exotic. In theory, we are more likely to incorporate new ideas or habits when we are removed from our familiar surroundings and routines."

For a variety of reasons, ranging from favorable labor cost to prevailing "eastern" philosophies, many such immersion wellness resorts have been established in countries such as Thailand and Indonesia. Additionally, we have seen in recent months the opening of the Sprit Sanctuary in Bhutan, a country that has been a frequent entry on lists of "the next must-see destinations."

Cohan observes that these immersion wellness resorts depend heavily on North American and European visitation, though emerging wealth centers in the Middle East and Asia are generating a smaller but growing base of wellness travelers. A major factor limiting patronage of these resorts by Europeans and North Americans is the time it takes to get there and to return home. And time is one of the most valued resources of luxury-tier travelers.

"Some of these top-tier wellness resorts from Asia are considering expansion plans to bring similar experiences to destinations in Mexico, the Caribbean and the countries of Costa Rica, Panama and Colombia," he acknowledges.

However, significant challenges surround the "transplanting" of one-off Southeast Asian destination resorts to the Americas. "We have seen how long it has taken for global hotel brands based in North America to proliferate around the world."

However, significant challenges surround the "transplanting" of one-off Southeast Asian destination resorts to the Americas. "We have seen how long it has taken for global hotel brands based in North America to proliferate around the world."

Can individual Asian resorts with fewer resources be successful in serving North American and European travelers closer to their homes What attributes of access, location and programming will be necessary for these properties to ramp up to stabilization in a reasonable time frame in the American tropics? "Time will tell," shared Cohan. "But I look forward to following the pattern to bring Asian spa hospitality deeper into the West."

Horwath HTL, Miami serves the sunbelt region of the United States, Central America, Mexico and the Caribbean Basin, assisting hotel investors and developers from around the globe with strategic planning and advisory. Specialty areas include eco-friendly hotels, health and wellness practices for hotels, spas and resorts, sustainability and connection with community, trophy resorts properties and destination hotels among others. Horwath HTL Miami has consulted for leading branded management companies such as Canyon Ranch, Six Senses, Montage, Solage and Bulgari. http://horwathhtl.com/office/miami-fl/.

About Horwath HTL

Horwath HTL is the world's largest hospitality consulting brand with 45 offices across the world providing expert local knowledge. Since 1915, Horwath HTL has been providing impartial, specialist advice to clients and is recognized as the founder of Uniform System of Accounts which subsequently has become the standard for hospitality accounting. Horwath HTL in the United States focuses 100% on hotels, tourism and leisure consulting. www.horwathhtl.com.

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